Synergizing Experience and Service: Their Influence on Customer Loyalty

Rini Astuti

doi:10.31595/ijsw.v8i2.1540

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Abstract

This study aims to evaluate the influence of experiential marketing and service quality on customer loyalty. A descriptive quantitative approach was employed, using Caravan 101 restaurant as the unit of analysis and its customers as the unit of observation. The research population consisted of 5,894 customers recorded in 2018. Using the Slovin formula, a sample of 98 respondents was selected. Data were analyzed through multiple linear regression. The results indicate that experiential marketing has a partially positive and significant effect on customer loyalty, while service quality also exerts a significantly positive influence. Furthermore, when considered simultaneously, both experiential marketing and service quality demonstrate a strong and significant impact on customer loyalty

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References

Afthanorhan, A., Awang, Z., Rashid, N., Foziah, H., & Ghazali, P. L. (2019). Assessing the effects of service quality on customer satisfaction. Management Science Letters, 9(1). https://doi.org/10.5267/j.msl.2018.11.004
Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2020.106548
Bungin, B. (2011). Metodologi Penelitian Kualitatif. In Rineka Cipta.
Exposito, A., & Sanchis-Llopis, J. A. (2018). Innovation and business performance for Spanish SMEs: New evidence from a multi-dimensional approach. International Small Business Journal: Researching Entrepreneurship, 36(8), 911–931. https://doi.org/10.1177/0266242618782596
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2018.05.016
Hariadi DP, A., Hartono, S., Nashar, M., Wibowo, W., & Mekaniwati, A. (2022). Business Performance Improvement in Rubber-Parts Factory Through a Quality Management Model (Case Study: Ptx). Sosiohumaniora, 24(2), 295. https://doi.org/10.24198/sosiohumaniora.v24i2.37240
Joshi, R., & Garg, P. (2022). Assessing brand love, brand sacredness and brand fidelity towards halal brands. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-04-2020-0104
Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556
Limakrisna, N., & Yoserizal, S. (2016). Determinants of marketing performance: empirical study at National Commercial Bank in Jakarta Indonesia. SpringerPlus, 5(1). https://doi.org/10.1186/s40064-016-3362-3
Mickelsson, J., & Lipkin, M. (2015). Custumer Activity : A Research Agenda. In The Nordic School: Service Marketing and Management for the Future.
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014
Mukminin, M. A., & Latifah, F. N. (2020). Pengaruh Citra Merek dan Kepercayaan Terdahap Loyalitas Nasabah Bank Syariah di Sidoarjo (The Influence of Brand Image and Trust on Sharia Bank Customer Loyalty in Sidoarjo). Perisai : Islamic Banking and Finance Journal. https://doi.org/10.21070/perisai.v4i1.525
Noor, Z. Z. (2020). THE EFFECT OF PRICE DISCOUNT AND IN-STORE DISPLAY ON IMPULSE BUYING. Sosiohumaniora. https://doi.org/10.24198/sosiohumaniora.v22i2.26720
Nur Fiqhi Utami, A., & Mutiarin, D. (2017). Evaluasi Program Jaminan Kesehatan Nasional Pada Fasilitas Kesehatan Tingkat I Kabupaten Sleman Tahun 2016. Journal of Governance and Public Policy. https://doi.org/10.18196/jgpp.4171
Widiyanto, P., Sakti, R. F. J., Setiawan, E. B., Manfaluthy, M., Suryaningsih, L., Ricardianto, P., Kamar, K., & Limakrisna, N. (2021). The Relationship between Service Quality, Timeliness of Arrival, Departure Flip Ship Logistics and People and Customer Satisfaction: A case in Indonesia. Academy of Entrepreneurship Journal, 27(6).
Wijoyo, H., Limakrisna, N., & Dharmapala Riau, S. (2021). The effect of renewal privacy policy whatsapp to customer behavior. In Insight Management Journal (Vol. 1, Issue 2).
Yusrianti1, H., Safitri2, R. H., Tanti, E. D., Zauhar, S., Rochmah, S., Publik, J. A., Administrasi, F. I., Brawijaya, U., Suwatno & Donni Juni Priansa, Supriati, S., Ariani, Y., Sarifudin, S., Stephen P. Robbins & Judge, Sofyani, H., Akbar, R., Sedarmayanti, S., Rahadian, N., SASMITA, P. A. G., CAHYADI, M. F., … Amstrong, M. (2017). Organizational Behaviour : Key Concepts Skill and Best Practices. Jurnal Manajemen Pascasarjana Universitas Syiah Kuala.
Zulki Zulkifli Noor. (2020). The Model of Experiental Marketing, Service Quality, and Customer Loyalty. Journal of Talent Development and Excellence.

References

Afthanorhan, A., Awang, Z., Rashid, N., Foziah, H., & Ghazali, P. L. (2019). Assessing the effects of service quality on customer satisfaction. Management Science Letters, 9(1). https://doi.org/10.5267/j.msl.2018.11.004

Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2020.106548

Bungin, B. (2011). Metodologi Penelitian Kualitatif. In Rineka Cipta.

Exposito, A., & Sanchis-Llopis, J. A. (2018). Innovation and business performance for Spanish SMEs: New evidence from a multi-dimensional approach. International Small Business Journal: Researching Entrepreneurship, 36(8), 911–931. https://doi.org/10.1177/0266242618782596

Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2018.05.016

Hariadi DP, A., Hartono, S., Nashar, M., Wibowo, W., & Mekaniwati, A. (2022). Business Performance Improvement in Rubber-Parts Factory Through a Quality Management Model (Case Study: Ptx). Sosiohumaniora, 24(2), 295. https://doi.org/10.24198/sosiohumaniora.v24i2.37240

Joshi, R., & Garg, P. (2022). Assessing brand love, brand sacredness and brand fidelity towards halal brands. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-04-2020-0104

Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556

Limakrisna, N., & Yoserizal, S. (2016). Determinants of marketing performance: empirical study at National Commercial Bank in Jakarta Indonesia. SpringerPlus, 5(1). https://doi.org/10.1186/s40064-016-3362-3

Mickelsson, J., & Lipkin, M. (2015). Custumer Activity : A Research Agenda. In The Nordic School: Service Marketing and Management for the Future.

Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014

Mukminin, M. A., & Latifah, F. N. (2020). Pengaruh Citra Merek dan Kepercayaan Terdahap Loyalitas Nasabah Bank Syariah di Sidoarjo (The Influence of Brand Image and Trust on Sharia Bank Customer Loyalty in Sidoarjo). Perisai : Islamic Banking and Finance Journal. https://doi.org/10.21070/perisai.v4i1.525

Noor, Z. Z. (2020). THE EFFECT OF PRICE DISCOUNT AND IN-STORE DISPLAY ON IMPULSE BUYING. Sosiohumaniora. https://doi.org/10.24198/sosiohumaniora.v22i2.26720

Nur Fiqhi Utami, A., & Mutiarin, D. (2017). Evaluasi Program Jaminan Kesehatan Nasional Pada Fasilitas Kesehatan Tingkat I Kabupaten Sleman Tahun 2016. Journal of Governance and Public Policy. https://doi.org/10.18196/jgpp.4171

Widiyanto, P., Sakti, R. F. J., Setiawan, E. B., Manfaluthy, M., Suryaningsih, L., Ricardianto, P., Kamar, K., & Limakrisna, N. (2021). The Relationship between Service Quality, Timeliness of Arrival, Departure Flip Ship Logistics and People and Customer Satisfaction: A case in Indonesia. Academy of Entrepreneurship Journal, 27(6).

Wijoyo, H., Limakrisna, N., & Dharmapala Riau, S. (2021). The effect of renewal privacy policy whatsapp to customer behavior. In Insight Management Journal (Vol. 1, Issue 2).

Yusrianti1, H., Safitri2, R. H., Tanti, E. D., Zauhar, S., Rochmah, S., Publik, J. A., Administrasi, F. I., Brawijaya, U., Suwatno & Donni Juni Priansa, Supriati, S., Ariani, Y., Sarifudin, S., Stephen P. Robbins & Judge, Sofyani, H., Akbar, R., Sedarmayanti, S., Rahadian, N., SASMITA, P. A. G., CAHYADI, M. F., … Amstrong, M. (2017). Organizational Behaviour : Key Concepts Skill and Best Practices. Jurnal Manajemen Pascasarjana Universitas Syiah Kuala.

Zulki Zulkifli Noor. (2020). The Model of Experiental Marketing, Service Quality, and Customer Loyalty. Journal of Talent Development and Excellence.

Synergizing Experience and Service: Their Influence on Customer Loyalty

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